When we talk about "auditory memory", the words that come to mind are: audio, ear, sound, voice... . Auditory memory is activated when listening to music, podcasts, voice messages and even audio books. Back to school in 2022, Le Figaro announced that the famous Spotify platform was launching an audiobook service. So audio is no longer a trend, but a real business opportunity. Let's take a closer look at how brands are stimulating our auditory memory?
Definition of auditory memory
Auditory memory is part of "sensory memory", asit involves one of our 5 senses: hearing. It's thanks to auditory memory that we're able to retain information in the form of sounds, such as music, the voices of those close to us, the cry of an animal, a lesson learned in class, and so on.
During a child's child's developmentauditory memory enables them toassociate a sound with an object. They will be able to recognize an object simply by the sound it makes (vacuum cleaner, car, fire engine, telephone...).
Our brain therefore manages part of our auditory memory, and its role is very important. Depending on the sound we perceive, we react in different ways. So audio has impact on our behavior and emotions.
When is auditory memory called upon?
Auditory memory is called upon almost every day. But we don't realize it. It is activated during a discussion, and tries to make a link between sounds and the meaning of the words they form.
Here are some examples from our daily lives that stimulate our auditory memory:
Listening to the radio
Here's a perfect example. Indeed, radio is a medium that offers no visual content; everything is done by listening. Even though it's an old medium (1ʳᵉ French broadcast in 1921), it remains popular. In 2021, 26.3 million people listened to at least one Radio France station.
Brands use radio to broadcast advertising spots. To gain recognition, they use slogans and their sound identity (jingles). Sound identity has become an important part of their marketing strategy. By dint of repetition, these are anchored in our memory. Everyone knows and can reproduce Netflix's famous "TOU DOUM" jingle. So famous thatit's causing a buzz on social networks.
Radio programs regularly organize competitions. Your auditory memory enables you to remember the question, as well as the number to contact.
In store
According to a Retail Leader article, 84% of consumers prefer to shop in physical stores. Out-of-store advertising campaigns should not monopolize the use of audio. In-store,audio is an excellent tool for promoting promotions, as the major retail chains do.
Physical stores play music throughout the day, known as overhead music. It is capable ofinfluencing the mood of customers, and even the speed of purchase. For example, slow music will encourage customers to take their time in the store.
In-store, audio is also used to bring the product to life. The company Tokimono helps brands with their in-store marketing strategies, thanks to its robots.. In Slovenia, in a Ferrero Rocher store, they installed a robot that combines audio, movement and light to attract and interact with customers.
Using voice assistants
Giants like Apple, Amazon and Google have developed their own voice assistants. A tool that can be found on our smartphones, tablets, laptops... . Without a single click or keystroke, you can open the application of your choice or perform an Internet search. Practical, isn't it? 😄 What's more, the voice assistant gives you an instant response.
In 2014, the first connected speaker was launched by Amazon. The perfect tool for instant access to information without a phone or computer. Even your home can be controlled by this device. To operate it, simply speak to it, starting your sentence with its name. For example, "Say Siri" for Apple, "Alexa" for Amazon and "Ok Google" for Google. By 2020, the global market for connected speakers had reached $7.82 billion..
At our leisure
Even more amazing, your auditory memory helps you win at your favourite games :
- At the blind-test, you recognize your favorite tunes
- At the mime, you reproduce the voice, cult lines and speech tics of celebrities.
- At Simonthe sound of the keys helps memorize the combination
- At Djingleyou listen to a sound extract emitted by the microphone and are able to recognize what it corresponds to (song, object noise, animal call, musical instrument... ).
- To stimulate your child, play wooden sound memosa game consisting of 12 wooden boxes, each containing a variety of objects. Shake them to find the boxes containing identical objects, using your sense of hearing.
- And many more...
Today, books also stimulate the auditory memory. Indeed, the Audible brand offers its users over 500,000 different audio titles (books and podcasts). A concept that has won people over: according to Play Store, the application has been downloaded over 100 million times worldwide. By 2021, 54% of the US population over the age of 12 listened to at least 1 audiobook. In 2022, over 1 month, 34% of the world's population listened to 1 podcast..
In 2021, worldwide sales of audio books will reach 4.8 billion dollars. The Spotify platform, which began with music and then podcasts, is now focusing on audiobooks. A new offer included in any subscription.
Auditory memory VS Visual memory
Like auditory memory, visual memory is also part of sensory memory. However, they are quite different.
What's the difference between auditory and visual memory?
We've already explained what auditory memory is. If you're a good student, there's no need to introduce it now.
Unsurprisingly, visual memory involves our eyesight. It processes and retains visual information such as shapes, colors, text and so on. It's what enables us to recognize a familiar face, or respect speed limits when driving. In fact, it's our brain that registers the appearance of traffic signs. It is also involved in many other areas.
What type of memory do I belong to?
During your school career, your teachers must have already asked you this question: "What type of memory do you have?".
During their studies, students tend to favor one over the other. The hypothesis suggests that :
- If you need index cards, post-its, drawings, tables... to revise, then your visual memory is the most developed.
- Conversely, if repetition out loud is enough for you, then your auditory memory is the most effective.
It is estimated that 45% of the population has a more developed auditory memory than visual memory.
Only, no scientific evidence has proven that there is a dominant learning method in a student. If he manages to combine the 2, it will be just as easy for him to memorize maps as poetry.
Improve your auditory memory
Everyone has an auditory memory, but some have a more powerful one than others. The virtuoso Mozart is said to have copied Allegri's Miserere from memory, after hearing it only 1 time!
Don't worry, it can be improved with a few exercises:
- Listen to and memorize the sound of a musical instrument. Do this test several times. The aim is to recognize a musical instrument solely by the sound it makes.
- Choose an audio file of no more than 5 minutes and listen to it several times in quiet. Then try to transcribe as much information as possible.
- Ask a friend to dictate a list of words to you several times, but in a different order each time. The aim is to remember and write down as many words as possible.
Things to remember
Hearing is an indispensable sense that enables us to memorize a great deal of information. Brands are increasingly turning to audio for their marketing strategies. Indeed, social networks now offer the possibility of communicating via voice messages, and audiobooks are enjoying great success. The Audible brand is the market leader. Even Spotify believes in audio for its future and has entered this market. As far as commercials are concerned, the music must arouse the customer's emotions, and the vocal message must be relevant and memorable, just like the slogan or jingle. Today, audio is no longer a trend, but an essential tool for brand strategies.
At Ekoo, we're convinced that your voice deserves to reach customers' ears. Giving your ambassadors a voice isn't out of the question either. Thanks to the Ekoo solution, when a customer visits your website, they can listen to the expertise of your sales staff or the experience of your customers, via audio reviews. Audio makes testimonials more human, more authentic, and so helps to reassure customers.
